All that is true behind Lavoisier’s principle—nothing is created, nothing is destroyed, everything is transformed—finds its fullest and most sensitive execution in the creative process behind every piece of art and each meaningful fashion composition of Stitching Stories. From Haarlem, flowing through Rotterdam, Amsterdam and the Netherlands — Europe’s gateway and a culturally vibrant melting pot — Stitching Stories’ revolution continues to grow, aiming to transcend borders and share its vision with the global fashion industry.

Listening to the words of Carmen Luijt, the sensitive creative founder of this virtuous fashion label alongside partner Guillermo Ware, Stitching Stories appears like a supernova made of intuitions and craftsmanship. Its avant-garde stylistic expressions aren’t just an aesthetic exercise; they pursue a higher purpose—a narrative and practical goal, committed to sustainability.

Stitching Stories elevates the ancient craft of cutting and sewing through a meticulous and pure act of upcycling, creating garments that are like snapshots of a life already lived, yet ready for new directions and emotions. They look like an artistic dimension that fights and revolutionizes an age dominated by the short-lived nature of garments and the tragedy of fast fashion.

In the vision of Carmen Luijt and Guillermo Ware, the assertion ‘we are what we wear’ fits perfectly, assuming remarkable sporting nuances. We had the opportunity to meet Carmen and be introduced to this avant-garde project.

Let’s start with the basics: when and how did Stitching Stories come to life? And what’s the core idea behind this innovative and ambitious fashion label?

“I attended the Art Academy in Rotterdam, then specialized in fashion and design. In my final year, in 2020, I created a project exploring all the cultures and subcultures of Rotterdam. I also focused my research on football fans. Then came Covid, and I shifted my focus to Stitching Stories, reflecting on what I wanted it to become.

A turning point came when I was a guest at Sneakerness with my boyfriend, wearing some of my pieces. Instantly, we were asked if we’d like to have a stand at similar events in Amsterdam. So, we gave it a shot, and it went really well. We sold out in just one day. In short, Stitching Stories was born naturally and grew thanks to collaborations with many freelancers, who still play a key role in our team today.

The idea is to bring people together by talking about their respective cultures through the reuse and reworking of existing garments/fabrics and telling a story through them. It’s about creating stories together. We want to create something that goes beyond clothing, something that speaks about you, about us, that manages to unite different worlds and meanings. 

The artistic archive and the connection to past and present sporting icons also allow Stitching Stories’ identity to draw life from everything related to the world of sport. For some time now, the sports imagery and the associated street culture have overtaken the realm of streetwear. We believe that this link finds innovative outlets in Stitching Stories.”

Given your clear connection with sports culture, what does it mean for Stitching Stories?

“It’s funny. When I was a kid, I never wanted to go to the gym or play sports—I was really lazy—but I’ve always been inspired by cultural diversity. So, I’d try to look beyond: I always wanted to try different types of food and listen to different music. That’s what inspired me in the beginning. Over time, I learned that sport somehow brings a lot of cultures and subcultures together.

For example, football fandom has undoubtedly evolved into so much more, ultimately becoming a true social phenomenon, and a subculture with anthropological and stylistic paradigms related to casual clothing. Here in the Netherlands, we have the example of Feyenoord supporters, who intertwine their identity with brands like C.P. Company and Stone Island (we recently explored the relationship between the creator of these brands, the legendary Massimo Osti, and his sporting muse https://athletamag.com/en/sport-through-the-lens-of-massimo-osti/).

I lived in Rotterdam when Feyenoord won the Dutch championship, and I witnessed the celebrations in the city, thinking how incredible the vibes were. Sports are so loved because they unite such a wide range of people. I also have to mention that my partner comes from a real sporting family: his uncle is the former footballer Jimmy Floyd Hasselbaink, and we created a special t-shirt for him. It was a really emotional project for all of us. So, yeah, I’ve definitely come to love and embrace sports culture, especially through these family connections.”

Talking about the terraces culture and the world of fandom, what’s your view on their imagery?

“During my academic years, I had the chance to do extensive studies and research on the nature of contemporary ‘hooligans.’ I watched documentaries, conducted interviews with fans, etc. At first, I just thought a ‘hooligan’ was a supporter, but quickly I learned to recognize their one-of-a-kind attitude. I also realized that, most of the time, these fans inherit both faith and habits from their family core.”

Let’s dive into the creative process that gives life to Stitching Stories’ pieces. Do you start with the product idea and then look for materials, or do you begin with the available materials and then decide the direction to take?

“Actually, I do both. Sometimes I come across materials that inspire me, I buy them, and then later figure out what I can do with them. All the materials I use are sustainable or second-hand. I also work with furniture designers who always have leftover materials that are perfect for new creations.

For example, right now I’m really drawn to the world of basketball. So, I just made a corset and a jacket using broken basketballs that couldn’t be used anymore. We tore them apart and reassembled them, like a collage. For me, this means giving new meaning to things. The project with another former footballer, Eljero Elia, is another example of this creative process. He gave us some old jerseys, which we used and combined to create a project exploring his football career.”

Let’s dive into the special collaboration with this former Juventus player. How did the idea come about, and what were the steps in the creative process?

“He came across our profile through a mutual friend and was immediately intrigued. He asked us to create something that would represent him. Given the opportunity, we decided to build a campaign around his persona, also shooting some social videos to highlight the story behind the collaboration and our design approach. We even shot a small clip at the Kyocera Stadion in Den Haag, where he started his career. 

This synergy gave us a major exposure boost. And I also want to emphasize the human connection we built with Elia. For us, it was a first—we had never done a project for such a big personality. It was a beautiful and important step. And Eljero is truly humble and kind; he kindly entered our world and even brainstormed with us… Everything was really cool.”

Speaking of football jerseys, their overproduction clashes with the theme of sustainability. What are your thoughts on the connection between high-level sports products and environmental protection?

“Of course, I’m fascinated by football jerseys. Last year, during the European Championships, I even created a small collection for all the participating countries. I continue to research vintage jerseys, because I prefer to use jerseys from the ’80s or ’90s to create something new. I also collaborate with jersey distributors, who give me defective pieces—ones with a small hole or issues like that, which make them unsellable. At the same time, they give me old jerseys that are no longer in the market. Every time I touch one, I can’t help but notice how poor the materials quality is, both in terms of long-term sustainability and short-term fit… I’ve even shared these thoughts with some footballers, and they agree with me. A lot has changed compared to the past. The oversized shirts that dominated the ’90s weren’t exactly comfortable for playing, but they were incredibly appealing from an aesthetic point of view, plus they featured fabrics very different from today’s. Now, the larger companies definitely make too many jerseys for a single season… I think the overall direction is wrong.”

Let’s focus on the increasingly evident link between the world of sports and fashion/styling. Do you think it’s here to stay?

“Yes, definitely. Many athletes now have stylists and experts behind them, and I believe that, until a few years ago, this wasn’t the case. I love that athletes, throughout their careers, develop a different, unique visual identity. When I watch a football match or any sport, what attracts me is that athletes today tend to showcase their individuality, highlighting their tastes.”

Stitching Stories demonstrates its DNA even in the selection of its partners. Could you tell us about A Small Gang Education and Impact Ateliers?

“When I started creating stories inspired by popular cultures and subcultures, I didn’t want to ‘take’ without ‘giving back.’ Many companies draw inspiration from street culture but don’t give anything in return. That’s not the case for me and Stitching Stories. We’ve always had a clear vision, a conscious mindset.

A Small Gang Education is an institution that works with young people who drop out of high school because they can’t adapt to the traditional school system. SGE creates a creative support system for them. They help us with campaign production, as well as creating videos and multimedia content. Sometimes, they even assist in creating garments. At the same time, the SGE boys and girls can learn something and discover our world.

Impact Atelier, on the other hand, is an organization that primarily works with refugees. It’s a global social and educational project aimed at integrating them into our society and supporting them through the adaptation process. They help us in the development of our collections.”

Are you trying to pass on the essential concepts in the Stitching Stories philosophy also through workshops?

“Sure, the idea came from my boyfriend, who, besides helping me Stitching Stories, is an educator. We noticed that many people want to learn how to make clothes themselves through upcycling, and it’s actually really easy to create something beautiful in just a few hours. You just need the right discipline and knowledge. 

I believe many people want to contribute to changing the unsustainable direction of fashion. You have a jacket in your wardrobe, and you think you’ll never wear it again because you don’t like the sleeves? Well, you can just take it upon yourself, work on it, and create something different… We started the workshops to spread this approach.”

What steps are next for Stitching Stories?

“The community around Stitching Stories is growing. In the future, we want to open a showroom in Milan and/or Paris. We’ll also continue with sports-themed projects, as shown by a recent show we did during the Dutch Basketball League Finals. We want to keep sharing our philosophy with as many people as possible, through projects that have real meaning, like all the ones we’ve undertaken so far.”